According to Jeffrey Katzenberg, one of the co-founders of DreamWorks SKG, artificial intelligence’s advancement is poised to have a profound impact on the media, entertainment, and creative industries, potentially leading to significant workforce reductions in art production.
Speaking at the Bloomberg New Economy Forum, the veteran business executive reflected on the historical evolution of creative tools, noting the progression from ink, paint, and the printing press to the camera and movie camera. These tools have continually expanded the realms of imagination and storytelling in extraordinary ways.
Katzenberg, a key figure in the streaming industry through his involvement with Quibi, which ceased operations after just seven months in 2020, emphasized the explosive growth the industry has witnessed in the past decade. As a founding partner of the investment firm WndrCo, he foresees a tenfold increase in the impact of modern technology on the media landscape in the next decade.
Viewing AI as a potent creative instrument akin to a revolutionary paintbrush or camera, Katzenberg anticipates its disruptive potential to democratize and streamline artistic processes that were once exclusive to a select few in the music and storytelling domains.
In the past, creating a top-tier animated film required 500 designers working tirelessly for five years, as recounted by the former Disney executive. However, he predicts that with AI’s integration, this timeline could be drastically reduced to a mere fraction of the original effort.
Katzenberg highlights the emergence of new roles for designers driven by technological advancements, emphasizing that while access to information is abundant, the ability to leverage it effectively is what truly yields impactful outcomes. He envisions AI as a catalyst for fostering creativity across diverse storytelling genres.
With a rich background in animation, including overseeing Walt Disney Studios during a creative renaissance in the 1980s and early 1990s with iconic films like “The Little Mermaid” and “Beauty and the Beast,” Katzenberg’s influence extended to groundbreaking projects such as “The Prince of Egypt,” “Antz,” and “Shrek” post-Disney tenure, where he spearheaded Studios Animation.
